The shop is aimed particularly at gadget enthusiasts and women, and will stock brands with an emphasis on performance and design.

The shop, on Birmingham's High Street, is a world away from the out-of-town "shed" that the Currys and PC World owner is renowned for, according to Retail Week magazine.

It is hoped that Black's softer and more aspirational format will attract the type of customer that would not ordinarily shop in a typical Dixons store.

The 15,000 square foot, three-floor shop will contain collections of products that are linked by a topical theme. The themed areas will have names such as Objects of Desire and Driving home for Christmas.

A Dixons spokesman described the store as "the ultimate place to get up close with the most wanted gadgets around". The branding of the shop will consist of a distinct black logo with a small "Currys" and "PC World" in the corner. It is thought that if the concept is successful it could be rolled out.

Black will stock a wide range of consumer electronics, computers, TVs and accessories. It will sell tablet computers like the iPad as well as laptops, MacBooks, iPods and other MP3 players. It will sell Penelope & Parker bags, which are available in Selfridges for £295. It is expected that the store will attract some brands that are not available in other Dixons stores.

Dixons has form in trialling new concepts. Under current chief executive John Browett the chain has launched 2-in-1 megastores comprising both PC World and Currys.

In the past Dixons has launched a computer accessories chain called Dongle and a computer games chain called @Jakarta. It also launched a concept called Dixons XL, a large out-of-town format, in 2002. However, the chain was closed in 2005.

Robert Clark, a consultant at Retail Week Knowledge Bank, said that Black was a "logical move" for Dixons.

Dixons Retail, which was formerly known as DSG International, has around 1,200 stores in 28 countries.